Marketing Specialist
Resume:
Ivan Enrique Morales
********@*******.***
https://www.linkedin.com/in/iván-morales-1a0a6a15/ SUMMARY:
Marketing specialist with more than 30 years of relevant experience in Mexico and the Latin US Market. Interested in developing new ideas and businesses, as well as innovation and communication. Creative and passionate about new challenges, designing disruptive strategies and achieving measurable goals. EDUCATION:
2014-2014 Entrepreneurship & Innovation / University of California, Berkeley 2012-2014 Executive MBA / IPADE, Mexico CIty
1987-1993 Business Bachelor Degree / ITAM, Mexico City PROFESSIONAL EXPERIENCE:
2021 – present BMI Amazing Homes LLC, Dallas, TX-Founder BMI Amazing Homes is a firm focused in buying, renovating and selling houses in specific pockets of the DFW area.
• Flipped 14 properties, currently have 1 project in the renovation process and 2 listed for sale.
• Currently offering staging and design services
2016 - present SPACE Architecture, Mexico City– Branding and Communication Consultant and SPACE iLab Director. SPACE Architecture is a top Corporate and Hospitality Design firm in Mexico, with projects in more than 15 countries. SPACE iLab, is SPACE s Architecture s spin-off specialized in branding, innovation and alternative solutions to enhance the user s experience.
• SPACE iLab awarded as “Top 10 +Disruptive Firm” by Obras Magazine, Editorial Expansión México (2017).
• Worked projects with BBVA, Scotiabank, Cats Hostels (Spain & Portugal), BID (Banco Interamericano de Desarrollo), Cinepolis.
• Brand design TuDoc, WorkWell, Numed, etc.
• Extensive research in creating sonic experience in spaces (Sonology).
• Developed a strategy by designing a wine accordingly to the brand personality of the client, attaining great reviews, media exposure and awards (2019 Gold Medal Concours Mondial Bruxelles). 2019 – 2021. CENTRO University, Mexico City-Professor CENTRO is a school that approaches creativity differently with great results. Founded less than 20 years ago, rapidly positioned as a a top educational center in Mexico for Architecture, Fashion Design, Film, Marketing among other faculties.
• Strategic Brand Management and Creative Branding classes, Marketing School.
• Voted by students as one of the best teachers in the Marketing Faculty. 2011 – 2021 BRAND CONSULTANT, Mexico City
Developed strategies for a diverse array of professionals and brands.
• Designed a personal branding strategy for Juan Carlos Baumgartner, founder and director of spAce Architecture, to establish him as a Founder Brand and opinion leader in architecture, design and most recently Neuro-Arquitecture. The strategy included social media outlets that positioned him as one of the most influential architects in Mexico. Baumgartner was awarded “Style Person of the Year” by Esquire Magazine Mexico, named Hugo Boss Ambassador in Latin America and considered in the Forbes Top 100 list of the “Most Creative Mexican in the World” (2017).
• Designed a personal branding strategy for Sandra Fernández, top Mexican Sommelier and currently Casa Dragones spokesperson to develop an alternative communication strategy, achieving coverage and exposure in media outlets not just related to wine & spirits, but also lifestyle, fashion and business. Considered one of the most influential personalities in spirits in Mexico by top magazines.
• Brand design and marketing strategies for TRENDS MAKE-UP & IMAGE STUDIO, top professional make-up school in Mexico, with more than two thousand graduated students.
2008 – 2010 WARNER MUSIC MEXICO, Mexico City – Marketing Director
• In a very adverse and changing environment, developed new streams of income related to the image and marketing of artists with relevant brands. Started the online marketing team, quickly establishing Warner Mexico as the leader in social media.
• Worked closely with top Mexican and international artists such as: Paramore, Michael Bublé, Madonna, Luis Miguel, Miguel Bosé, Alejandro Sanz, Mana, developing successful releases and sales.
• Designed an innovative release plan of a new artist targeting two usually non-compatible markets: mainstream and alternative, achieving a successful Gold Album and release of the artist in other key makets in LatAm and Spain (Ximena Sariñana). 2005 – 2008 WARNER MUSIC MEXICO, Mexico City – Director of Promotion
• Negotiated with media outlets a 20% budget reduction without loosing exposure, designing alternative ways to collaborate.
• Restructured the promotions team, reducing 35% our workforce and increasing the markets coverage. 2002 – 2005 WARNER MUSIC LATINA, Los Angeles, CA – West Coast Marketing Director
• Developed strategies tied to artist concerts in tertiary markets usually not serviced, helping increase exposure and sales.
• Worked closely with top Mexican and Spanish acts like MANA, ALEJANDRO SANZ, ALEX UBAGO. 1999 – 2002 UNIVERSAL MUSIC LATINO, Los Angeles, CA – Label Manager and West Coast Director of Promotion
• Worked closely with Enrique Iglesias radio release of his first English album, achieving immediate number 1 in Billboard Charts.
• Collaborated with Juanes visibility strategy to be awarded the most Latin Grammys in 2001. 1998 -1999 AZTECA MUSIC, Mexico City – Marketing Director
• Created a synergy environment between the record company and the TV network to achieve succesful releases that inreased sales and offered the network, better artists to create better content.
• Licensed an album with an initial investment of $10k us, achieving, with revenues above $1.5million USD within 12 months. 1994 – 1997 BMG ENTERTAINMENT MEX, Mexico City – Label Manager, Mark. Manager, Dir Culebra Label and Marketing Regional Mexican
• As Marketing Director Regional Mexican Music, restructured the marketing and promotions team, increased media exposure and increased sales by 15% compared to the previous year.
• As Director Culebra Label, designed a new pricing strategy, increasing prices and differentiating formats, increasing profits 35% compared to the previous year, and changing the pricing of Rock Albums in the rest of the Company.
• Released the first 3-D album in the Mexican market, helping the artist and label to be considered as innovative and creative. . 1989 – 1994 FOBIA (Mexican Top Rock Artist), Mexico City – Manager
• Transformed the business structure that allowed the artist to increase concerts, ticket sales and income.
• Developed joint promotional efforts with record label to increase media exposure. ADITIONAL:
• Bilingual in Spanish and English, basic Portuguese. Alumnus of Singularity University (CA) and Design Thinkers Academy (Amsterdam)
• Currently working with Design Thinkers Academy in a new approach of a Customer Journey Map.
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